Title :
A Bayesian Network Model for Optimizing Advertisements Allocation in Intermediate Online Targeted Advertising
Author :
Li, Kai ; Yan, Jianyuan ; Wang, Xiaowen
Author_Institution :
Bus. Sch., Nankai Univ., Tianjin
Abstract :
Intermediate online targeted advertising (IOTA) is a new business model for online targeted advertising. Posting the right banner advertisement to the right web user at the right time is what advertisements allocation does in IOTA business model. This research uses probability theory to build a theoretical model based on Bayesian network to optimize advertisements allocation. The Bayesian network model allows us to calculate the probability that Web user will click the banner based on historical data. And these can help us to make optimal decision in advertisements allocation. Data availability is also be discussed in this paper. An experiment base on practical data is run to verify the feasibility of the Bayesian network model.
Keywords :
advertising; belief networks; Bayesian network model; Web user; banner advertisements; data availability; intermediate online targeted advertising; optimizing advertisements allocation; Advertising; Bayesian methods; Consumer electronics; Costs; Data mining; Electronic commerce; Electronics industry; Probability; Statistics; Web pages;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference on
Conference_Location :
Dalian
Print_ISBN :
978-1-4244-2107-7
Electronic_ISBN :
978-1-4244-2108-4
DOI :
10.1109/WiCom.2008.2208
